All Entries in the "Internal Communications" Category

Campaign Spotlight: Build It, Advertise It, and They Will Come

When North Oaks Health System added seven new clinics over the past few years, leaders there quickly realized there was a problem—the number of employed physicians was rising, but the number of patients weren’t. Patient services were expanding rapidly, but many clinics were not able to meet their budgeted revenue. So North Oaks launched a print campaign to educate consumers on all the new clinic locations and unify all clinics under the corporate brand. The effort won the Hammond, LA, health system a silver award in the service line category at the 2009 HealthLeaders Media Marketing Awards.

“With a limited budget, we implemented a campaign strategy to formally introduce our clinic and its physicians to our community through print advertisements focusing on authenticity regarding the North Oaks clinic experience,” marketers wrote in their award entry form. “Because of the growth of our clinic network, many clinics were not meeting their budgeted numbers for the current fiscal years. So our goal was to increase patient visits to meet or exceed budgeted numbers for each clinic.”

The North Oaks marketing team produced 22 print pieces featuring physicians and patients. The testimonial-style ads aimed to communicate the physicians’ passion for what they do and share successful patient experiences.

Read more about North Oaks’ campaign here.

Campaign Spotlight: Internal Communication Goes Healthy

“We planned for 4,000 and had an estimated 15,000 attend our opening event,” Sara Bakken Lee said as she spoke during the ROI roundtable panel at the HealthLeaders Media Marketing Awards last October. “On Friday night there were streams of people. It was like a rock concert.”

The Mayo Clinic public affairs consultant was referencing the grand opening event of the Rochester, MN, campus’ Dan Abraham Healthy Living Center—a 115,000-square-foot employee health and wellness center donated by a patient and benefactor of the same name. Even before builders broke ground on the facility, hospital marketers were constructing what would become a highly successful internal marketing campaign, which won a Best in Show award among large hospitals at the 2008 HealthLeaders Media Marketing Awards.

Read more about The Mayo Clinic’s award-winning campaign here.